Marketing ti presento il Mobile? Gennaio 2010 - Prima Comunicazione
Marketing ti presento il Mobile? Gennaio 2010 - Prima Comunicazione
Marketing ti presento il Mobile? Gennaio 2010 - Prima Comunicazione
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Mob<strong>il</strong>e <strong>Marke<strong>ti</strong>ng</strong> in Interna<strong>ti</strong>onal Perspec<strong>ti</strong>ve: The View From the Mob<strong>il</strong>e <strong>Marke<strong>ti</strong>ng</strong> Associa<strong>ti</strong>onAppendiceSo when it is borne in mind that online adver<strong>ti</strong>sing expenditure has slowed drama<strong>ti</strong>cally,and actually experienced a significant decline in the US last year, the significant increasedshare of digital spend implied by mob<strong>il</strong>e ad expenditure growth only serves to reinforcethat mob<strong>il</strong>e is gaining ground rela<strong>ti</strong>ve to both offline and online media.SMS and Direct ResponseAll the buzz around smartphones and the mob<strong>il</strong>e Internet should not obscure the noless fundamental important development in the world of mob<strong>il</strong>e marke<strong>ti</strong>ng, namely thematuring of text-based mob<strong>il</strong>e marke<strong>ti</strong>ng, including “direct response” calls to ac<strong>ti</strong>on.More than 740 b<strong>il</strong>lion text messages were sent in the US during the first half of 2009,a figure that breaks down to approximately 4.1 b<strong>il</strong>lion messages per day, according tofindings from a semi-annual industry survey from CTIA-The Wireless Associa<strong>ti</strong>on. Un<strong>ti</strong>la few years ago, tex<strong>ti</strong>ng in North America was largely limited to consumers under 35. Nowit is widely enough integrated that marketers are making short-code and key-word based“calls to ac<strong>ti</strong>on” the response mechanism of choice. In the Hai<strong>ti</strong>an earthquake tragedy ofJanuary <strong>2010</strong>, relief agencies such as the US Red Cross rapidly “mob<strong>il</strong>ized” m<strong>il</strong>lions ofdollars in donor support in the first three days, all raised through $10 dona<strong>ti</strong>ons addedto consumers’ phone b<strong>il</strong>ls.Of course, the power of SMS to fac<strong>il</strong>itate response to human need is a salient reminderthat the universality of mob<strong>il</strong>e is qualified by the diversity of technologies involved.Much of the focus in the press in North America and Europe centers on the smartphonerevolu<strong>ti</strong>on, and the ab<strong>il</strong>ity of these devices – notably the iPhone and its rivals – toprovide unmediated access to the Internet. But even today in the US, only about 25% ofconsumers have this category of device, meaning the majority of the mob<strong>il</strong>e popula<strong>ti</strong>onis best reached via tex<strong>ti</strong>ng.And in much of South Asia, large parts of East Asia, Africa, and La<strong>ti</strong>n America, mob<strong>il</strong>edevices with their sms-powered connec<strong>ti</strong>vity are of enormous importance to developingmodern market economies and economic growth. In countries like Kenya and TanzaniaSMS is enabling mob<strong>il</strong>e banking and helping to supplement lagging economic growthby providing widespread access to financial and remittance services in the absence of afully func<strong>ti</strong>oning tradi<strong>ti</strong>onal banking system. A recent study reported in the Economistnewspaper suggested that SMS-based mob<strong>il</strong>e banking could be adding as much as 1%addi<strong>ti</strong>onal GDP growth to some countries in sub-Saharan Africa.Some other key developments to noteSocial Networking. eMarketer predicts the number of mob<strong>il</strong>e users accessing socialnetworks from their mob<strong>il</strong>e devices w<strong>il</strong>l reach 607.5 m<strong>il</strong>lion worldwide by 2013,represen<strong>ti</strong>ng 43% of global mob<strong>il</strong>e Internet users. In the US, mob<strong>il</strong>e social networkers w<strong>il</strong>ltotal 56.2 m<strong>il</strong>lion by 2013, accoun<strong>ti</strong>ng for 45% of the mob<strong>il</strong>e Internet user popula<strong>ti</strong>on.Mob<strong>il</strong>e Coupons. More than 300 m<strong>il</strong>lion consumers around the world w<strong>il</strong>l have usedmob<strong>il</strong>e coupons by 2014 and this usage w<strong>il</strong>l generate a redemp<strong>ti</strong>on value close to $6b<strong>il</strong>lion globally, according to a forecast and report by Juniper Research.Il Rapporto con i risulta<strong>ti</strong> comple<strong>ti</strong> della Ricerca è scaricab<strong>il</strong>e da www.osservatori.net<strong>Marke<strong>ti</strong>ng</strong> <strong>ti</strong> <strong>presento</strong> <strong>il</strong> Mob<strong>il</strong>e?Copyright © Politecnico di M<strong>il</strong>ano – Dipar<strong>ti</strong>mento di Ingegneria Ges<strong>ti</strong>onale49